UIDAI panel proposes massive information blitz

New Delhi: Faced with the challenging task of spreading awareness about its unique identity project, especially in rural areas, the UIDAI is planning a major information blitz using government resources like Doordarshan, new media and innovative on-the-ground communication.

"The traditional mix of media will not be sufficient to reach the entire target audience," according to thee Awareness and Communications Strategy Advisory Council set up by the UIDAI to suggest steps for reaching out to the public.

The Council comprising corporate honchos, which on Tuesday submitted its report to the Unique Identification Authority (UIDAI) chairman Nandan Nilekani, proposed using government resources, especially Doordarshan, regional channels, the fast spreading telecom network and Internet to reach the target audience.

Apart from roping NGOs, it has stressed on the need for interpersonal communication and innovation in on-the-ground communication involving officials, traders and others.

The communication will "need to strongly ride on the UIDAI enrolment infrastructure to be able to reach masses...This implies working closely with the Registrars and Enrolment agencies," the report said.

"Given the complexity of messaging, target audience and processes involved, interpersonal communication will need to be strongly developed. Innovation in on-the-ground communication will be a strong need."

It has also suggested broadcast, outdoors, digital entertainment among initiatives that will help the project which aims to give a 12-digit unique number to all residents of the country achieve its goals.

"Keeping in view the fact that this is a Government of India programme, the Council recommends a planned usage of resources of the government (Ministry of Information and Broadcasting among others) along with using the social cause nature of the programme to garner visibility," the report said.

Among the members of the council were Kiran Khalap -- co-founder and managing director of brand consultancy firm Chlorophyll, Santosh Desai -- CEO Future Brands and Sumeet Vohra -- head of the marketing wing of P&G.